diff --git a/internal/server/api/accounts/router.go b/internal/server/api/accounts/router.go
index 65e6a12..e73cb21 100644
--- a/internal/server/api/accounts/router.go
+++ b/internal/server/api/accounts/router.go
@@ -2,10 +2,10 @@ package accounts
 
 import (
 	"errors"
-	"fmt"
 	"strconv"
 
 	"github.com/gin-gonic/gin"
+	"github.com/google/uuid"
 
 	"ruben/inventory2/internal/consts"
 	"ruben/inventory2/internal/domains/accounts"
@@ -31,6 +31,8 @@ func Routes(
 		accts: accts,
 	}
 
+	r.POST("", response.Handler(as.createAccount))
+
 	syncGroups := r.Group("/:acctID/inventory/sync-groups")
 	syncGroups.POST("", response.Handler(as.saveNewSyncGroup))
 
@@ -41,19 +43,17 @@ func Routes(
 	draftListings.DELETE("/:orderIndex", response.Handler(as.deleteSyncGroupListingDraft))
 }
 
-// TODO: test this endpoint again, to make it work.
 // POST /
 func (s *accountSubrouter) createAccount(c *gin.Context) (response.Response, error) {
 	r := c.Request
 	ctx := r.Context()
-	email := r.FormValue("email")
-	if email == "" {
-		return nil, response.BadRequest().Msg("no email provided")
-	}
+
+	// TODO: get email from the user's account profile (how?) - will need to flesh out the account creation process later on
+	email := uuid.NewString() + "@example.com"
 
 	userID := auth.GetIdentity(ctx).User.UserID
 
-	acct, err := s.accts.CreateAccount(ctx, userID, email)
+	_, err := s.accts.CreateAccount(ctx, userID, email)
 	if err != nil {
 		if errors.Is(err, consts.ErrConflict) {
 			return nil, response.Conflict().
@@ -62,7 +62,10 @@ func (s *accountSubrouter) createAccount(c *gin.Context) (response.Response, err
 		return nil, response.Errorf("failed to create account: %w", err)
 	}
 
-	return response.SeeOther(fmt.Sprintf("/ui/accounts/%d", acct.AccountID)), nil
+	return response.StatusCreated().
+		// force a reload to ensure an sse connection is made.
+		// user should automatically be redirected to the appropriate page based on their current location and/or login/account statuses.
+		HXRefresh("true"), nil
 }
 
 // POST /:acctID/inventory/sync-groups/draft/listings
diff --git a/internal/server/response/body.go b/internal/server/response/body.go
index e1febff..1938601 100644
--- a/internal/server/response/body.go
+++ b/internal/server/response/body.go
@@ -59,6 +59,54 @@ func (b bodyRes) Cookie(ck http.Cookie) Response {
 	return Cookie(ck).wrap(b)
 }
 
+func (b bodyRes) HXPushURL(v string) Response {
+	return HXPushURL(v).wrap(b)
+}
+
+func (b bodyRes) HXLocation(v string) Response {
+	return HXLocation(v).wrap(b)
+}
+
+func (b bodyRes) HXPushUrl(v string) Response {
+	return HXPushUrl(v).wrap(b)
+}
+
+func (b bodyRes) HXRedirect(v string) Response {
+	return HXRedirect(v).wrap(b)
+}
+
+func (b bodyRes) HXRefresh(v string) Response {
+	return HXRefresh(v).wrap(b)
+}
+
+func (b bodyRes) HXReplaceUrl(v string) Response {
+	return HXReplaceUrl(v).wrap(b)
+}
+
+func (b bodyRes) HXReswap(v string) Response {
+	return HXReswap(v).wrap(b)
+}
+
+func (b bodyRes) HXRetarget(v string) Response {
+	return HXRetarget(v).wrap(b)
+}
+
+func (b bodyRes) HXReselect(v string) Response {
+	return HXReselect(v).wrap(b)
+}
+
+func (b bodyRes) HXTrigger(v string) Response {
+	return HXTrigger(v).wrap(b)
+}
+
+func (b bodyRes) HXTriggerAfterSettle(v string) Response {
+	return HXTriggerAfterSettle(v).wrap(b)
+}
+
+func (b bodyRes) HXTriggerAfterSwap(v string) Response {
+	return HXTriggerAfterSwap(v).wrap(b)
+}
+
 func (b bodyRes) GetStatus() (int, bool) {
 	if b.res == nil {
 		return 0, false
@@ -67,6 +115,13 @@ func (b bodyRes) GetStatus() (int, bool) {
 	return b.res.GetStatus()
 }
 
+func (b bodyRes) getHeaders() [][2]string {
+	if b.res != nil {
+		return b.res.getHeaders()
+	}
+	return nil
+}
+
 func (b bodyRes) GetRedirect() (code redirect.Code, to string, ok bool) {
 	if b.res == nil {
 		return 0, "", false
diff --git a/internal/server/response/cookie.go b/internal/server/response/cookie.go
index 1e6ee13..ec5b955 100644
--- a/internal/server/response/cookie.go
+++ b/internal/server/response/cookie.go
@@ -58,6 +58,54 @@ func (c cookieRes) Cookie(ck http.Cookie) Response {
 	return Cookie(ck).wrap(c)
 }
 
+func (c cookieRes) HXPushURL(v string) Response {
+	return HXPushURL(v).wrap(c)
+}
+
+func (c cookieRes) HXLocation(v string) Response {
+	return HXLocation(v).wrap(c)
+}
+
+func (c cookieRes) HXPushUrl(v string) Response {
+	return HXPushUrl(v).wrap(c)
+}
+
+func (c cookieRes) HXRedirect(v string) Response {
+	return HXRedirect(v).wrap(c)
+}
+
+func (c cookieRes) HXRefresh(v string) Response {
+	return HXRefresh(v).wrap(c)
+}
+
+func (c cookieRes) HXReplaceUrl(v string) Response {
+	return HXReplaceUrl(v).wrap(c)
+}
+
+func (c cookieRes) HXReswap(v string) Response {
+	return HXReswap(v).wrap(c)
+}
+
+func (c cookieRes) HXRetarget(v string) Response {
+	return HXRetarget(v).wrap(c)
+}
+
+func (c cookieRes) HXReselect(v string) Response {
+	return HXReselect(v).wrap(c)
+}
+
+func (c cookieRes) HXTrigger(v string) Response {
+	return HXTrigger(v).wrap(c)
+}
+
+func (c cookieRes) HXTriggerAfterSettle(v string) Response {
+	return HXTriggerAfterSettle(v).wrap(c)
+}
+
+func (c cookieRes) HXTriggerAfterSwap(v string) Response {
+	return HXTriggerAfterSwap(v).wrap(c)
+}
+
 func (c cookieRes) GetStatus() (int, bool) {
 	if c.res == nil {
 		return 0, false
@@ -66,6 +114,13 @@ func (c cookieRes) GetStatus() (int, bool) {
 	return c.res.GetStatus()
 }
 
+func (c cookieRes) getHeaders() [][2]string {
+	if c.res != nil {
+		return c.res.getHeaders()
+	}
+	return nil
+}
+
 func (c cookieRes) GetRedirect() (code redirect.Code, to string, ok bool) {
 	if c.res == nil {
 		return 0, "", false
diff --git a/internal/server/response/header.go b/internal/server/response/header.go
new file mode 100644
index 0000000..5c5fa61
--- /dev/null
+++ b/internal/server/response/header.go
@@ -0,0 +1,212 @@
+package response
+
+import (
+	"fmt"
+	"io"
+	"net/http"
+	"ruben/inventory2/internal/server/redirect"
+)
+
+type (
+	headerRes struct {
+		name  string
+		value string
+		res   Response
+	}
+)
+
+var _ Response = headerRes{}
+
+func header(name, value string) Response {
+	return headerRes{
+		name:  name,
+		value: value,
+	}
+}
+
+func HXPushURL(v string) Response {
+	return header("HX-Push-Url", v)
+}
+
+func HXLocation(v string) Response {
+	return header("HX-Location", v)
+}
+
+func HXPushUrl(v string) Response {
+	return header("HX-Push-Url", v)
+}
+
+func HXRedirect(v string) Response {
+	return header("HX-Redirect", v)
+}
+
+func HXRefresh(v string) Response {
+	return header("HX-Refresh", v)
+}
+
+func HXReplaceUrl(v string) Response {
+	return header("HX-Replace-Url", v)
+}
+
+func HXReswap(v string) Response {
+	return header("HX-Reswap", v)
+}
+
+func HXRetarget(v string) Response {
+	return header("HX-Retarget", v)
+}
+
+func HXReselect(v string) Response {
+	return header("HX-Reselect", v)
+}
+
+func HXTrigger(v string) Response {
+	return header("HX-Trigger", v)
+}
+
+func HXTriggerAfterSettle(v string) Response {
+	return header("HX-Trigger-After-Settle", v)
+}
+
+func HXTriggerAfterSwap(v string) Response {
+	return header("HX-Trigger-After-Swap", v)
+}
+
+func (h headerRes) String() string {
+	if h.res != nil {
+		return fmt.Sprintf(`{"header": {"name": %q, "value": %q}, "nested": %s}`, h.name, h.value, h.res)
+	}
+	return fmt.Sprintf(`{"header": {"name": %q, "value": %q}}`, h.name, h.value)
+}
+
+func (h headerRes) wrap(res Response) Response {
+	h.res = res
+	return h
+}
+
+func (h headerRes) Status(code int) Response {
+	return Status(code).wrap(h)
+}
+
+func (h headerRes) Header(name, value string) Response {
+	h.name = name
+	h.value = value
+	return h
+}
+
+func (h headerRes) Redirect(code redirect.Code, to string) Response {
+	return Redirect(code, to).wrap(h)
+}
+
+func (h headerRes) HTML(body []byte) Response {
+	return HTML(body).wrap(h)
+}
+
+func (h headerRes) JSON(body any) Response {
+	return JSON(body).wrap(h)
+}
+
+func (h headerRes) Body(body io.ReadCloser) Response {
+	return Body(body).wrap(h)
+}
+
+func (h headerRes) Cookie(ck http.Cookie) Response {
+	return Cookie(ck).wrap(h)
+}
+
+func (h headerRes) HXPushURL(v string) Response {
+	return HXPushURL(v).wrap(h)
+}
+
+func (h headerRes) HXLocation(v string) Response {
+	return HXLocation(v).wrap(h)
+}
+
+func (h headerRes) HXPushUrl(v string) Response {
+	return HXPushUrl(v).wrap(h)
+}
+
+func (h headerRes) HXRedirect(v string) Response {
+	return HXRedirect(v).wrap(h)
+}
+
+func (h headerRes) HXRefresh(v string) Response {
+	return HXRefresh(v).wrap(h)
+}
+
+func (h headerRes) HXReplaceUrl(v string) Response {
+	return HXReplaceUrl(v).wrap(h)
+}
+
+func (h headerRes) HXReswap(v string) Response {
+	return HXReswap(v).wrap(h)
+}
+
+func (h headerRes) HXRetarget(v string) Response {
+	return HXRetarget(v).wrap(h)
+}
+
+func (h headerRes) HXReselect(v string) Response {
+	return HXReselect(v).wrap(h)
+}
+
+func (h headerRes) HXTrigger(v string) Response {
+	return HXTrigger(v).wrap(h)
+}
+
+func (h headerRes) HXTriggerAfterSettle(v string) Response {
+	return HXTriggerAfterSettle(v).wrap(h)
+}
+
+func (h headerRes) HXTriggerAfterSwap(v string) Response {
+	return HXTriggerAfterSwap(v).wrap(h)
+}
+
+func (h headerRes) GetStatus() (int, bool) {
+	if h.res == nil {
+		return 0, false
+	}
+
+	return h.res.GetStatus()
+}
+
+func (h headerRes) getHeaders() [][2]string {
+	hdr := [2]string{h.name, h.value}
+	if h.res == nil {
+		return [][2]string{hdr}
+	}
+
+	return append(h.res.getHeaders(), hdr)
+}
+
+func (h headerRes) GetRedirect() (code redirect.Code, to string, ok bool) {
+	if h.res == nil {
+		return 0, "", false
+	}
+
+	return h.res.GetRedirect()
+}
+
+func (h headerRes) getBody() (body io.ReadCloser, ok bool, err error) {
+	if h.res == nil {
+		return nil, false, nil
+	}
+
+	return h.res.getBody()
+}
+
+func (h headerRes) getCookies() []http.Cookie {
+	if h.res != nil {
+		return h.res.getCookies()
+	}
+
+	return nil
+}
+
+func (h headerRes) getContentType() (contentType string, ok bool) {
+	if h.res != nil {
+		return h.res.getContentType()
+	}
+
+	return "", false
+}
diff --git a/internal/server/response/html.go b/internal/server/response/html.go
index e5f4951..c68f77c 100644
--- a/internal/server/response/html.go
+++ b/internal/server/response/html.go
@@ -60,6 +60,54 @@ func (h htmlRes) Cookie(ck http.Cookie) Response {
 	return Cookie(ck).wrap(h)
 }
 
+func (h htmlRes) HXPushURL(v string) Response {
+	return HXPushURL(v).wrap(h)
+}
+
+func (h htmlRes) HXLocation(v string) Response {
+	return HXLocation(v).wrap(h)
+}
+
+func (h htmlRes) HXPushUrl(v string) Response {
+	return HXPushUrl(v).wrap(h)
+}
+
+func (h htmlRes) HXRedirect(v string) Response {
+	return HXRedirect(v).wrap(h)
+}
+
+func (h htmlRes) HXRefresh(v string) Response {
+	return HXRefresh(v).wrap(h)
+}
+
+func (h htmlRes) HXReplaceUrl(v string) Response {
+	return HXReplaceUrl(v).wrap(h)
+}
+
+func (h htmlRes) HXReswap(v string) Response {
+	return HXReswap(v).wrap(h)
+}
+
+func (h htmlRes) HXRetarget(v string) Response {
+	return HXRetarget(v).wrap(h)
+}
+
+func (h htmlRes) HXReselect(v string) Response {
+	return HXReselect(v).wrap(h)
+}
+
+func (h htmlRes) HXTrigger(v string) Response {
+	return HXTrigger(v).wrap(h)
+}
+
+func (h htmlRes) HXTriggerAfterSettle(v string) Response {
+	return HXTriggerAfterSettle(v).wrap(h)
+}
+
+func (h htmlRes) HXTriggerAfterSwap(v string) Response {
+	return HXTriggerAfterSwap(v).wrap(h)
+}
+
 func (h htmlRes) GetStatus() (int, bool) {
 	if h.res == nil {
 		return 0, false
@@ -68,6 +116,13 @@ func (h htmlRes) GetStatus() (int, bool) {
 	return h.res.GetStatus()
 }
 
+func (h htmlRes) getHeaders() [][2]string {
+	if h.res != nil {
+		return h.res.getHeaders()
+	}
+	return nil
+}
+
 func (h htmlRes) GetRedirect() (code redirect.Code, to string, ok bool) {
 	if h.res == nil {
 		return 0, "", false
diff --git a/internal/server/response/json.go b/internal/server/response/json.go
index 0e823cc..70696a3 100644
--- a/internal/server/response/json.go
+++ b/internal/server/response/json.go
@@ -61,6 +61,54 @@ func (j jsonRes) Cookie(ck http.Cookie) Response {
 	return Cookie(ck).wrap(j)
 }
 
+func (j jsonRes) HXPushURL(v string) Response {
+	return HXPushURL(v).wrap(j)
+}
+
+func (j jsonRes) HXLocation(v string) Response {
+	return HXLocation(v).wrap(j)
+}
+
+func (j jsonRes) HXPushUrl(v string) Response {
+	return HXPushUrl(v).wrap(j)
+}
+
+func (j jsonRes) HXRedirect(v string) Response {
+	return HXRedirect(v).wrap(j)
+}
+
+func (j jsonRes) HXRefresh(v string) Response {
+	return HXRefresh(v).wrap(j)
+}
+
+func (j jsonRes) HXReplaceUrl(v string) Response {
+	return HXReplaceUrl(v).wrap(j)
+}
+
+func (j jsonRes) HXReswap(v string) Response {
+	return HXReswap(v).wrap(j)
+}
+
+func (j jsonRes) HXRetarget(v string) Response {
+	return HXRetarget(v).wrap(j)
+}
+
+func (j jsonRes) HXReselect(v string) Response {
+	return HXReselect(v).wrap(j)
+}
+
+func (j jsonRes) HXTrigger(v string) Response {
+	return HXTrigger(v).wrap(j)
+}
+
+func (j jsonRes) HXTriggerAfterSettle(v string) Response {
+	return HXTriggerAfterSettle(v).wrap(j)
+}
+
+func (j jsonRes) HXTriggerAfterSwap(v string) Response {
+	return HXTriggerAfterSwap(v).wrap(j)
+}
+
 func (j jsonRes) GetStatus() (int, bool) {
 	if j.res == nil {
 		return 0, false
@@ -69,6 +117,13 @@ func (j jsonRes) GetStatus() (int, bool) {
 	return j.res.GetStatus()
 }
 
+func (j jsonRes) getHeaders() [][2]string {
+	if j.res != nil {
+		return j.res.getHeaders()
+	}
+	return nil
+}
+
 func (j jsonRes) GetRedirect() (code redirect.Code, to string, ok bool) {
 	if j.res == nil {
 		return 0, "", false
diff --git a/internal/server/response/redirect.go b/internal/server/response/redirect.go
index 3479db6..405dfb8 100644
--- a/internal/server/response/redirect.go
+++ b/internal/server/response/redirect.go
@@ -99,6 +99,54 @@ func (r redirectRes) Cookie(ck http.Cookie) Response {
 	return Cookie(ck).wrap(r)
 }
 
+func (r redirectRes) HXPushURL(v string) Response {
+	return HXPushURL(v).wrap(r)
+}
+
+func (r redirectRes) HXLocation(v string) Response {
+	return HXLocation(v).wrap(r)
+}
+
+func (r redirectRes) HXPushUrl(v string) Response {
+	return HXPushUrl(v).wrap(r)
+}
+
+func (r redirectRes) HXRedirect(v string) Response {
+	return HXRedirect(v).wrap(r)
+}
+
+func (r redirectRes) HXRefresh(v string) Response {
+	return HXRefresh(v).wrap(r)
+}
+
+func (r redirectRes) HXReplaceUrl(v string) Response {
+	return HXReplaceUrl(v).wrap(r)
+}
+
+func (r redirectRes) HXReswap(v string) Response {
+	return HXReswap(v).wrap(r)
+}
+
+func (r redirectRes) HXRetarget(v string) Response {
+	return HXRetarget(v).wrap(r)
+}
+
+func (r redirectRes) HXReselect(v string) Response {
+	return HXReselect(v).wrap(r)
+}
+
+func (r redirectRes) HXTrigger(v string) Response {
+	return HXTrigger(v).wrap(r)
+}
+
+func (r redirectRes) HXTriggerAfterSettle(v string) Response {
+	return HXTriggerAfterSettle(v).wrap(r)
+}
+
+func (r redirectRes) HXTriggerAfterSwap(v string) Response {
+	return HXTriggerAfterSwap(v).wrap(r)
+}
+
 func (r redirectRes) GetStatus() (int, bool) {
 	if r.res == nil {
 		return 0, false
@@ -107,6 +155,13 @@ func (r redirectRes) GetStatus() (int, bool) {
 	return r.res.GetStatus()
 }
 
+func (r redirectRes) getHeaders() [][2]string {
+	if r.res != nil {
+		return r.res.getHeaders()
+	}
+	return nil
+}
+
 func (r redirectRes) GetRedirect() (code redirect.Code, to string, ok bool) {
 	return r.code, r.to, true
 }
diff --git a/internal/server/response/response.go b/internal/server/response/response.go
index 7b5de48..dbc90b5 100644
--- a/internal/server/response/response.go
+++ b/internal/server/response/response.go
@@ -10,6 +10,18 @@ import (
 type (
 	Response interface {
 		Status(int) Response
+		HXPushURL(string) Response
+		HXLocation(string) Response
+		HXPushUrl(string) Response
+		HXRedirect(string) Response
+		HXRefresh(string) Response
+		HXReplaceUrl(string) Response
+		HXReswap(string) Response
+		HXRetarget(string) Response
+		HXReselect(string) Response
+		HXTrigger(string) Response
+		HXTriggerAfterSettle(string) Response
+		HXTriggerAfterSwap(string) Response
 		Redirect(code redirect.Code, to string) Response
 		Body(io.ReadCloser) Response
 		HTML([]byte) Response
@@ -21,6 +33,7 @@ type (
 		GetRedirect() (code redirect.Code, to string, ok bool)
 		getCookies() []http.Cookie
 		getContentType() (contentType string, ok bool)
+		getHeaders() [][2]string
 
 		wrap(Response) Response
 	}
diff --git a/internal/server/response/status.go b/internal/server/response/status.go
index 078989f..4ac1b58 100644
--- a/internal/server/response/status.go
+++ b/internal/server/response/status.go
@@ -76,10 +76,65 @@ func (s statusRes) Cookie(ck http.Cookie) Response {
 	return Cookie(ck).wrap(s)
 }
 
+func (s statusRes) HXPushURL(v string) Response {
+	return HXPushURL(v).wrap(s)
+}
+
+func (s statusRes) HXLocation(v string) Response {
+	return HXLocation(v).wrap(s)
+}
+
+func (s statusRes) HXPushUrl(v string) Response {
+	return HXPushUrl(v).wrap(s)
+}
+
+func (s statusRes) HXRedirect(v string) Response {
+	return HXRedirect(v).wrap(s)
+}
+
+func (s statusRes) HXRefresh(v string) Response {
+	return HXRefresh(v).wrap(s)
+}
+
+func (s statusRes) HXReplaceUrl(v string) Response {
+	return HXReplaceUrl(v).wrap(s)
+}
+
+func (s statusRes) HXReswap(v string) Response {
+	return HXReswap(v).wrap(s)
+}
+
+func (s statusRes) HXRetarget(v string) Response {
+	return HXRetarget(v).wrap(s)
+}
+
+func (s statusRes) HXReselect(v string) Response {
+	return HXReselect(v).wrap(s)
+}
+
+func (s statusRes) HXTrigger(v string) Response {
+	return HXTrigger(v).wrap(s)
+}
+
+func (s statusRes) HXTriggerAfterSettle(v string) Response {
+	return HXTriggerAfterSettle(v).wrap(s)
+}
+
+func (s statusRes) HXTriggerAfterSwap(v string) Response {
+	return HXTriggerAfterSwap(v).wrap(s)
+}
+
 func (s statusRes) GetStatus() (int, bool) {
 	return s.code, true
 }
 
+func (s statusRes) getHeaders() [][2]string {
+	if s.res != nil {
+		return s.res.getHeaders()
+	}
+	return nil
+}
+
 func (s statusRes) GetRedirect() (code redirect.Code, to string, ok bool) {
 	if s.res == nil {
 		return 0, "", false
diff --git a/internal/server/response/write.go b/internal/server/response/write.go
index 98224c8..a56a260 100644
--- a/internal/server/response/write.go
+++ b/internal/server/response/write.go
@@ -72,12 +72,16 @@ func writeResponse(c *gin.Context, res Response) {
 	// w.Header() must be set before ResponseWriter.WriteHeader is called
 	// or redirect is attempted
 	hdrs := w.Header()
+	for _, hdr := range res.getHeaders() {
+		hdrs.Add(hdr[0], hdr[1])
+	}
+
 	for _, ck := range res.getCookies() {
 		hdrs.Add("Set-Cookie", ck.String())
 	}
 
 	if ct, ok := res.getContentType(); ok {
-		hdrs.Add("Content-Type", ct)
+		hdrs.Set("Content-Type", ct)
 	}
 
 	if code, to, ok := res.GetRedirect(); ok {
diff --git a/internal/server/ui/router.go b/internal/server/ui/router.go
index 2edfded..8df51d9 100644
--- a/internal/server/ui/router.go
+++ b/internal/server/ui/router.go
@@ -93,10 +93,19 @@ func Routes(
 		etsy:      etsy,
 	}
 
-	r.GET("", response.Handler(s.serveTemplate))
+	r.GET("", response.Handler(s.redirectToAccountsIfLoggedInWithAnAccount), response.Handler(s.serveTemplate))
 	r.GET("/*rest", authenticate, response.Handler(s.serveTemplate))
 }
 
+func (s *webpageRouter) redirectToAccountsIfLoggedInWithAnAccount(c *gin.Context) (response.Response, error) {
+	id := auth.GetIdentity(c)
+	if id.Account == nil || id.Account.AccountID == 0 {
+		return nil, nil
+	}
+
+	return response.TemporaryRedirect(fmt.Sprintf("%s/accounts/%d", s.uiPath, id.Account.AccountID)), nil
+}
+
 // GET /
 // compiles the page template or component template matching the url
 func (s *webpageRouter) serveTemplate(c *gin.Context) (response.Response, error) {
@@ -221,7 +230,33 @@ func authorizeByMatchingAccountID(r *http.Request, acctIDPathPosition int) error
 	id := auth.GetIdentity(r.Context())
 	if id.Account == nil || id.Account.AccountID != acctID {
 		return response.Unauthorized().
-			Msgf("user does not have access to account %d", acctID)
+			HTML([]byte(fmt.Sprintf(`
+<section class="text-center">
+	<header class="m-[1em]">
+		<h2>
+			Access Not Granted
+		</h2>
+
+		<a href="/ui%s" class="block m-[1em]">
+			<code>
+				/ui%s
+			</code>
+		</a>
+	</header>
+
+	<div class="m-[2em]">
+		<p class="italic font-bold">
+			Sorry, you don't have access to the given page.
+		</p>
+	</div>
+</section>
+
+<section class="text-center">
+	<a href="/">
+		Return to app
+	</a>
+</section>
+			`, r.URL, r.URL)))
 	}
 
 	return nil
diff --git a/templates/layout.html.tmpl b/templates/layout.html.tmpl
index 93327e4..f0481ff 100644
--- a/templates/layout.html.tmpl
+++ b/templates/layout.html.tmpl
@@ -1,3 +1,7 @@
+{{- $loggedIn := and (and .Identity .Identity.AccessToken) true -}}
+{{- $hasAccount := and (and .Identity .Identity.Account) true -}}
+
+
 <!DOCTYPE html>
 <html class="min-h-full flex flex-col items-stretch">
 	<head>
@@ -36,7 +40,7 @@
 		hx-boost="true"
 
 		{{/* subscribe to sse (if logged in) */}}
-		{{- if and .Identity .Identity.AccessToken }}
+		{{- if and $loggedIn $hasAccount }}
 		sse-connect="/api/events/"
 		sse-close="close"
 		{{- end }}
@@ -69,29 +73,16 @@
 					style="
 					"
 				>
-					<li class="pt-[1em] pb-[1em]">
-						<a href="/ui" class="p-[1em] font-display {{ if eq $path "/" }}selected{{ end }}">
-							Home
-						</a>
-					</li>
-
-				{{/* */}}
-				{{- $userID := .Identity.User.UserID }}
-				{{- $acct := .Identity.Account }}
-				{{- $acctID := 0 }}
-				{{- if $acct }}
-					{{- $acctID = $acct.AccountID }}
-				{{- end }}
-
-				{{- if not $userID }}
+				{{- if not $loggedIn }}
 
 					<li class="pt-[1em] pb-[1em]">
 						<a href="/api/auth/login" hx-boost="false" class="p-[1em] font-display {{ if eq $path "/auth/login" }}selected{{ end }}">
-							Log In / Sign Up
+							Log In
 						</a>
 					</li>
 
-				{{- else if $acctID }}
+				{{- else if $hasAccount }}
+					{{- $acctID := .Identity.Account.AccountID }}
 
 					<li class="pt-[1em] pb-[1em]">
 						<a href="/ui/accounts/{{$acctID}}" class="p-[1em] font-display {{ if eq $path (printf "/accounts/%d" $acctID) }}selected{{ end }}">
diff --git a/templates/pages/index.html.tmpl b/templates/pages/index.html.tmpl
index 4b40846..fc733ca 100644
--- a/templates/pages/index.html.tmpl
+++ b/templates/pages/index.html.tmpl
@@ -1,3 +1,6 @@
+{{- $loggedIn := and (and .Identity .Identity.AccessToken) true -}}
+
+
 <section class="flex justify-center max-w-full mt-[3em] mb-[3em]">
 	<h1 class="
 		min-[400px]:px-[calc(10vw-0.5em)]
@@ -12,20 +15,21 @@
 
 </section>
 
-{{- if and .Identity.User.UserID (not .Identity.Account) }}
-	{{/* TODO: make account creation automatic as part of the user creation process */}}
-	<h2><a href="/ui/account-creation">New Account</a></h2>
-{{- end }}
-
 <section class="flex flex-col items-center max-w-full mt-[1em] mb-[1em] gap-y-[2em]">
 	<p class="text-lg text-center max-w-[50%]">
 		Synchronize inventory automatically!
 	</p>
 
 	<div class="border-button border-sidebar-border bg-card text-lg text-center max-w-[50%]">
-		<a href="/api/auth/login" hx-boost="false" class="block p-[1em] font-bold">
-			Create an Account
-		</a>
+		{{- if $loggedIn }}
+			<a hx-post="/api/accounts" hx-target="body" class="block p-[1em] font-bold">
+				Create an Account
+			</a>
+		{{- else }}
+			<a href="/api/auth/login" hx-boost="false" class="block p-[1em] font-bold">
+				New Login
+			</a>
+		{{- end }}
 	</div>
 
 	<p class="text-lg text-center max-w-[50%]">
diff --git a/templates/pages/unauthorized.html.tmpl b/templates/pages/unauthorized.html.tmpl
new file mode 100644
index 0000000..2bab4a7
--- /dev/null
+++ b/templates/pages/unauthorized.html.tmpl
@@ -0,0 +1,20 @@
+<section class="text-center">
+	<header class="m-[1em]">
+		<h2>
+			Access Not Granted
+		</h2>
+
+		{{ $link := printf "/ui%s" .Request.URL }}
+		<a href="{{ $link }}" class="block m-[1em]">
+			<code>
+				{{ $link }}
+			</code>
+		</a>
+	</header>
+
+	<div class="m-[2em]">
+		<p class="italic font-bold">
+			Sorry, you don't have access to the page you were looking for.
+		</p>
+	</div>
+</section>